El Héroe — the graphics
Three states. The rail is not a panel with a background of its own — it is the right third of the closing card, cropped from the identical photograph and the identical waves. At 12.07s a hard edge wipes right to left across the frame, uncovering the rest of that same artwork; the type builds in after it lands. New this round: the flipped close in three sizes of one design, in English and Spanish, to the marketing director's numbers; round 1's five explorations are kept below, collapsed.
The rail
640 × 1080, the right third
State 1 — identity
0.6–6.1sCentred, per the note. Both lockups are set to the same 516px width; PRESENTS is tracked and centred on measured ink, so the three elements share one axis.
State 2 — the line
6.1–12.3sStill left-justified — the note asked to centre the first graphic only. Say the word and this one follows.
The close, before the flip
the record · full frame · click for full resolutionHow the close was built before the flip: JOIN US alone on the left, every fact on the right in address order — date, time, venue, AT / arden fair, partnership. Kept as the record. The live design is the flipped one below.
Stacked
Was live until this roundJOIN / US on separate lines. Both words are flush at x=150 — J and U carry different side bearings, so a shared offset left the second line visibly indented. JOIN's cap-top is locked to SATURDAY's at y=348, and the lockup is sized against the right column rather than the gutter, so the two blocks end together — 827 and 832. Leading is 1.24× the cap: a lockup, not two lines.
One line
JOIN US as a single phrase, sized so its baseline lands just above the time — the headline brackets the date-and-time block. Kept here as the alternative.
The flipped close — three sizes for approval
details left, JOIN US right · full frame · click for full resolutionThe design the director approved in principle after round 2, built on F3 (flip, AT dropped, date → time → venue → host lockup → partner), with round 3's corrections. Every line is set by cap height. The CTA is back at the approved size: JOIN / US at S7's 212 px of cap ink, 688 px wide, centred on y620 (JOIN y381–593, US to y859, 28 px above the plate ink), trailing ink on x1769, the J 12 px clear of the face box. Three sizes of the one design, identical in English and Spanish: venue cap 29–31 (+32 to +41% against S7's 22), partner cap 22–24 (+47 to +60%), date and time as F3 (caps 53 and 83), the arden fair lockup scaled with the venue (363–400 px wide, x-height 38–41) so the host outranks the line that points at it. English and Spanish share one stack rhythm and one foot per variant — group gap 33 / 33 / 30 (S / M / L), floor 33, the foot resting on y850 and settling only as the floor needs (S on y856, M / L on y860). The headline axis rides with the foot, so the CTA and the details move together.
F5S — the close the gate puts media behind, as it stands
LiveVenue at a 29 px cap, partner lines at 22 on a 38 px pitch, date and time as F3, the arden fair lockup scaled with the venue as F3 had it — 363 px wide, 49 tall, x-height 38 over a 29 venue cap, so the host outranks the line that points at it. JOIN / US at the approved S7 size — 212 px of cap ink, 688 px wide — centred on y620: JOIN 381–593, US to y859, each word's trailing ink on x1769, the J 12 px clear of the face box, 28 px above the plate ink. One stack rhythm and one foot in both languages: group gap 33 (date → time 35), partner baseline on y856 with 28 px to the plate ink, the top line 105 px under the top plate — the foot rests on y850 and settled 6 px to hold the 33 gap floor: the Spanish column pays for its second venue line and the accent on SÁBADO between the accent's 40 px to the top plate and this foot. Cost: column foot 28 px above the plate ink; partner lines at the 22 px floor.
venue cap 29 (+32%) · partner cap 22 (+47%) · date cap 53 (+15%) · time cap 83 (+15%) · JOIN / US cap 208 (+0%), ink 212 · headline x1082–1769, foot y859 · details foot y856 · face clearance 12 px (head:JOIN) · gutter 310 px · wave clearance 28 px · gaps 35 / 33 · lockup 363 px wide
F5M — the bracket between S and L (30 / 22) — not a step a viewer can see; shown for completeness
Bracket · for completenessVenue at a 30 px cap, partner lines at 22 on a 38 px pitch, date and time as F3, the arden fair lockup scaled with the venue as F3 had it — 381 px wide, 51 tall, x-height 39 over a 30 venue cap, so the host outranks the line that points at it. JOIN / US at the approved S7 size — 212 px of cap ink, 688 px wide — centred on y624: JOIN 385–597, US to y863, each word's trailing ink on x1769, the J 12 px clear of the face box, 24 px above the plate ink. One stack rhythm and one foot in both languages: group gap 33 (date → time 35), partner baseline on y860 with 24 px to the plate ink, the top line 106 px under the top plate — the foot rests on y850 and settled 10 px to hold the 33 gap floor: the Spanish column pays for its second venue line and the accent on SÁBADO between the accent's 40 px to the top plate and this foot. Reduced partner to 22 (from 30 / 24) to hold the 33 gap floor. Cost: column foot 24 px above the plate ink; partner lines at the 22 px floor.
venue cap 30 (+36%) · partner cap 22 (+47%) · date cap 53 (+15%) · time cap 83 (+15%) · JOIN / US cap 208 (+0%), ink 212 · headline x1082–1769, foot y863 · details foot y860 · face clearance 12 px (head:JOIN) · gutter 285 px · wave clearance 24 px · gaps 35 / 33 · lockup 381 px wide
F5L — the larger answer — venue 31 / partner 24, at the stated cost of a 24 px column foot and a taller Spanish block
The larger answer · LVenue at a 31 px cap, partner lines at 24 on a 42 px pitch, date and time as F3, the arden fair lockup scaled with the venue as F3 had it — 400 px wide, 54 tall, x-height 41 over a 31 venue cap, so the host outranks the line that points at it. JOIN / US at the approved S7 size — 212 px of cap ink, 688 px wide — lifted 20 px off the shared foot (the foot is at its ceiling, so the CTA is decoupled from it to keep S7-level air over the teal): JOIN 365–577, US to y843, 44 px above the plate ink, block centre y604, trailing ink on x1769, the J 12 px clear of the face box. One stack rhythm and one foot in both languages: group gap 30 (date → time 29, venue → lockup 33), partner baseline on y860 with 24 px to the plate ink, the top line 108 px under the top plate — the foot rests on y850 and settled 10 px to hold the 33 gap floor: the Spanish column pays for its second venue line and the accent on SÁBADO between the accent's 40 px to the top plate and this foot. Reduced partner to 24, venue to 31 (from 32 / 26) to hold the 33 gap floor. Gap 30 is under the 33 floor with the ladder exhausted and the foot at its ceiling: this size does not fit the Spanish column with the host lockup at the S7 ratio. Cost: column foot 24 px above the plate ink; group gap 30 under the 33 floor.
venue cap 31 (+41%) · partner cap 24 (+60%) · date cap 53 (+15%) · time cap 83 (+15%) · JOIN / US cap 208 (+0%), ink 212 · headline x1082–1769, foot y843 · details foot y860 · face clearance 12 px (head:JOIN) · gutter 250 px · wave clearance 24 px · gaps 29 / 30 · lockup 400 px wide
The flipped close in Spanish
EL15H-A-ES · EL15H-B-ES · BU06H-ESSÚMATE is one unbreakable word, so it runs one line at the approved S7-ES size — 160 px of cap ink, 900 px wide from x870, the S on her torso — on the same axis as JOIN / US: its cap band centred on y620, cap top y542, the accent 11 px under the face box, right ink on x1769. The venue wraps NIVEL INFERIOR, / CERCA DE RH OUTLET so the venue ends at x586 and keeps 239 px or more of air to the S. The type sizes, the group gap (33 / 33 / 30, S / M / L) and the foot are the English ones exactly: the extra venue line and the accent on SÁBADO are paid for by the SÁBADO block sitting 40 px under the top plate and the partner baseline settling from y850 to y856 (S) and y860 (M / L). JOIN / US's ink-block centre and SÚMATE's cap-band centre sit on the one axis: S y620, M / L y624.
S7 — Stacked
Was live until this roundThe live Spanish close: SÚMATE cap-lined to the date runs across the dancer's face — the reason the flip is worth more in Spanish than in English.
venue cap 22 · partner cap 15 · date cap 46 · time cap 72 · SÚMATE cap 158 · headline x150–1049, foot y551 · details foot y831 · over the face by 139 px (head:SÚMATE) · gutter 122 px · wave clearance 62 px · lockup 282 px wide
F5S — the close the gate puts media behind, as it stands
Live · ESVenue at a 29 px cap, partner lines at 22 on a 38 px pitch, date and time as F3, the arden fair lockup scaled with the venue as F3 had it — 363 px wide, 49 tall, x-height 38 over a 29 venue cap, so the host outranks the line that points at it. SÚMATE at the approved S7-ES size — 160 px of cap ink, 900 px wide from x870 (the S on her torso), right ink on x1769 — its cap band centred on the JOIN / US axis (y620), cap top y542, accent 11 px under the face box. The venue wraps NIVEL INFERIOR, / CERCA DE RH OUTLET and keeps 283 px of air to the S. One stack rhythm and one foot in both languages: group gap 33 (date → time 35), partner baseline on y856 with 28 px to the plate ink, the top line 40 px under the top plate — the foot rests on y850 and settled 6 px to hold the 33 gap floor: the Spanish column pays for its second venue line and the accent on SÁBADO between the accent's 40 px to the top plate and this foot. Cost: column foot 28 px above the plate ink; partner lines at the 22 px floor; a Spanish column 65 px taller than the English (548 against 483).
venue cap 29 (+32%) · partner cap 22 (+47%) · date cap 53 (+15%) · time cap 83 (+15%) · SÚMATE cap 158 (+0%), ink 160 · headline x870–1769, foot y701 · details foot y856 · face clearance 11 px (head:SÚMATE) · gutter 152 px · wave clearance 28 px · gaps 35 / 33 · lockup 363 px wide
F5M — the bracket between S and L (30 / 22) — not a step a viewer can see; shown for completeness
Bracket · for completenessVenue at a 30 px cap, partner lines at 22 on a 38 px pitch, date and time as F3, the arden fair lockup scaled with the venue as F3 had it — 381 px wide, 51 tall, x-height 39 over a 30 venue cap, so the host outranks the line that points at it. SÚMATE at the approved S7-ES size — 160 px of cap ink, 900 px wide from x870 (the S on her torso), right ink on x1769 — its cap band centred on the JOIN / US axis (y624), cap top y546, accent 15 px under the face box. The venue wraps NIVEL INFERIOR, / CERCA DE RH OUTLET and keeps 262 px of air to the S. One stack rhythm and one foot in both languages: group gap 33 (date → time 35), partner baseline on y860 with 24 px to the plate ink, the top line 40 px under the top plate — the foot rests on y850 and settled 10 px to hold the 33 gap floor: the Spanish column pays for its second venue line and the accent on SÁBADO between the accent's 40 px to the top plate and this foot. Reduced partner to 22 (from 30 / 24) to hold the 33 gap floor. Cost: column foot 24 px above the plate ink; partner lines at the 22 px floor; a Spanish column 66 px taller than the English (552 against 486).
venue cap 30 (+36%) · partner cap 22 (+47%) · date cap 53 (+15%) · time cap 83 (+15%) · SÚMATE cap 158 (+0%), ink 160 · headline x870–1769, foot y705 · details foot y860 · face clearance 15 px (head:SÚMATE) · gutter 152 px · wave clearance 24 px · gaps 35 / 33 · lockup 381 px wide
F5L — the larger answer — venue 31 / partner 24, at the stated cost of a 24 px column foot and a taller Spanish block
The larger answer · LVenue at a 31 px cap, partner lines at 24 on a 42 px pitch, date and time as F3, the arden fair lockup scaled with the venue as F3 had it — 400 px wide, 54 tall, x-height 41 over a 31 venue cap, so the host outranks the line that points at it. SÚMATE at the approved S7-ES size — 160 px of cap ink, 900 px wide from x870 (the S on her torso), right ink on x1769 — its cap band centred on the JOIN / US axis (y624), cap top y546, accent 15 px under the face box (pinned there while JOIN / US lifts: ink centre y595 against the lifted stack's y604). The venue wraps NIVEL INFERIOR, / CERCA DE RH OUTLET and keeps 239 px of air to the S; its interline opened 1 px of the 5 asked — the accent keeps 40 to the plate. One stack rhythm and one foot in both languages: group gap 30 (date → time 29, venue → lockup 33), partner baseline on y860 with 24 px to the plate ink, the top line 40 px under the top plate — the foot rests on y850 and settled 10 px to hold the 33 gap floor: the Spanish column pays for its second venue line and the accent on SÁBADO between the accent's 40 px to the top plate and this foot. Reduced partner to 24, venue to 31 (from 32 / 26) to hold the 33 gap floor. Gap 30 is under the 33 floor with the ladder exhausted and the foot at its ceiling: this size does not fit the Spanish column with the host lockup at the S7 ratio. Cost: column foot 24 px above the plate ink; a Spanish column 68 px taller than the English (552 against 484); group gap 30 under the 33 floor.
venue cap 31 (+41%) · partner cap 24 (+60%) · date cap 53 (+15%) · time cap 83 (+15%) · SÚMATE cap 158 (+0%), ink 160 · headline x870–1769, foot y705 · details foot y860 · face clearance 15 px (head:SÚMATE) · gutter 152 px · wave clearance 24 px · gaps 29 / 30 · lockup 400 px wide
Round 1 explorations — F0–F4did not pass QC · kept for the trail
The marketing-director QC of round 1 came back no-go: the details were not larger where it matters (the venue and partner lines barely moved), SÚMATE sat on a different axis from JOIN / US, and F4 broke the fact order. Kept here, collapsed, so the trail is visible.
English
F0 — Flip only
Collision · study onlyThe naive flip: JOIN / US takes the right column at the live size, cap-lined to the date. It lands on the dancer — against her jaw in English, across her face in Spanish. Kept only to show what the fix is fixing. Not a candidate.
venue cap 22 (+0%) · partner cap 15 (+0%) · date cap 46 (+0%) · time cap 72 (+0%) · JOIN / US cap 208 (+0%) · headline x1082–1769, foot y826 · details foot y831 · face clearance 12 px (head:JOIN) · gutter 457 px · wave clearance 53 px · lockup 282 px wide
F1 — Flip, headline on the foot line
The details grow to what the waves allow and the headline is cut to 0.80 of their height and hung on the credits' baseline — so it drops below the face, bottom-right. Same rows and gaps as the live card.
venue cap 22 (+0%) · partner cap 16 (+7%) · date cap 48 (+4%) · time cap 76 (+6%) · JOIN / US cap 175 (-16%) · headline x1196–1769, foot y842 · details foot y842 · face clearance 126 px (head:JOIN) · gutter 550 px · wave clearance 42 px · lockup 294 px wide
F2 — F1 with the gaps closed
The gap inside the date block closes 30 → 18 and the one after the lockup 44 → 24, so the same band holds bigger type. Within-group gaps stay under 30.
venue cap 24 (+9%) · partner cap 17 (+13%) · date cap 51 (+11%) · time cap 81 (+12%) · JOIN / US cap 175 (-16%) · headline x1196–1769, foot y842 · details foot y842 · face clearance 126 px (head:JOIN) · gutter 526 px · wave clearance 42 px · lockup 312 px wide
F3 — F2 without AT
The lockup carries the preposition — AT is dropped. The venue gap opens back to 30 so WHERE still groups. The construction the F5 family is built on.
venue cap 25 (+14%) · partner cap 17 (+13%) · date cap 53 (+15%) · time cap 83 (+15%) · JOIN / US cap 171 (-18%) · headline x1203–1769, foot y838 · details foot y838 · face clearance 133 px (head:JOIN) · gutter 519 px · wave clearance 46 px · lockup 324 px wide
F4 — F3 with arden fair above the directions
The lockup above the directions, so the host brand reads fourth. It broke the fact order (date → time → venue → host → partner) and is not carried forward.
venue cap 25 (+14%) · partner cap 19 (+27%) · date cap 55 (+20%) · time cap 86 (+19%) · JOIN / US cap 175 (-16%) · headline x1196–1769, foot y844 · details foot y844 · face clearance 126 px (head:JOIN) · gutter 494 px · wave clearance 40 px · lockup 330 px wide
Spanish
F0 — Flip only
Collision · study onlyThe naive flip: JOIN / US takes the right column at the live size, cap-lined to the date. It lands on the dancer — against her jaw in English, across her face in Spanish. Kept only to show what the fix is fixing. Not a candidate.
venue cap 22 (+0%) · partner cap 15 (+0%) · date cap 46 (+0%) · time cap 72 (+0%) · SÚMATE cap 158 (+0%) · headline x870–1769, foot y551 · details foot y831 · over the face by 139 px (head:SÚMATE) · gutter 125 px · wave clearance 53 px · lockup 282 px wide
F1 — Flip, headline on the foot line
The details grow to what the waves allow and the headline is cut to 0.80 of their height and hung on the credits' baseline — so it drops below the face, bottom-right. Same rows and gaps as the live card. SÚMATE is one word, so it runs one line at a 155 px cap and sits under the face, bottom-right.
venue cap 22 (+0%) · partner cap 16 (+7%) · date cap 48 (+4%) · time cap 76 (+6%) · SÚMATE cap 155 (-2%) · headline x887–1769, foot y842 · details foot y842 · face clearance 156 px (head:SÚMATE) · gutter 120 px · wave clearance 42 px · lockup 294 px wide
F2 — F1 with the gaps closed
The gap inside the date block closes 30 → 18 and the one after the lockup 44 → 24, so the same band holds bigger type. Within-group gaps stay under 30. SÚMATE is one word, so it runs one line at a 149 px cap and sits under the face, bottom-right.
venue cap 24 (+9%) · partner cap 17 (+13%) · date cap 51 (+11%) · time cap 81 (+12%) · SÚMATE cap 149 (-6%) · headline x920–1769, foot y842 · details foot y842 · face clearance 164 px (head:SÚMATE) · gutter 121 px · wave clearance 42 px · lockup 312 px wide
F3 — F2 without AT
The lockup carries the preposition — AT is dropped. The venue gap opens back to 30 so WHERE still groups. The construction the F5 family is built on. SÚMATE is one word, so it runs one line at a 146 px cap and sits under the face, bottom-right.
venue cap 25 (+14%) · partner cap 17 (+13%) · date cap 53 (+15%) · time cap 83 (+15%) · SÚMATE cap 146 (-8%) · headline x933–1769, foot y838 · details foot y838 · face clearance 152 px (date2) · gutter 119 px · wave clearance 46 px · lockup 324 px wide
F4 — F3 with arden fair above the directions
The lockup above the directions, so the host brand reads fourth. It broke the fact order (date → time → venue → host → partner) and is not carried forward. SÚMATE is one word, so it runs one line at a 140 px cap and sits under the face, bottom-right.
venue cap 25 (+14%) · partner cap 19 (+27%) · date cap 55 (+20%) · time cap 86 (+19%) · SÚMATE cap 140 (-11%) · headline x966–1769, foot y844 · details foot y844 · face clearance 137 px (date2) · gutter 128 px · wave clearance 40 px · lockup 330 px wide
What the critique changed
The largest gap used to fall inside the date-and-time block, so eight lines read as one list. Gaps within a group are now under 30px and between groups over 40px, so WHEN / WHERE / CREDIT separate.
The lockup is up to 300px wide and the venue descriptor to 33px — a 1.7× ratio where it was 1.27×, so the host brand reads as the destination the address points at.
It was tracked to ~0.28em on two letters, which read as a stray pair. Now 0.10em.
Venue up from 31 to 33px, credit lines held at 24 so they recede. The credit is the last thing you should notice, not the second.
A hard edge crosses the frame right to left over 12 frames, uncovering the close's bare background; the type only starts building once it has passed. It sits at the end of the body, not across the segment join, so the cut stays a clean lossless join and the ad stays exactly 450 frames.
Worth a decision
AT is dropped and the lockup carries it — F3's move, which the three candidates are built on. The fact order stays date → time → venue → host → partner. F4's alternative (the lockup above the directions) broke that order and is not carried forward.
JOIN / US at S7's size — 212px of cap ink, 688 wide — where round 1 gave up -18% and round 2 held it under the second face. The stack is centred on y623 instead: the J 12px clear of the dancer's face box, the US foot 28px above the plate ink, trailing ink on x1769. SÚMATE at S7-ES's size (160px of cap ink, 900 wide) on the same axis, the S on her torso.
English and Spanish share the group gap per variant — 33 / 33 / 30 (S / M / L) against the ~40 / 34 / 34 asked, floor 33 — and the foot. The Spanish column wraps the venue and carries a 22px accent on SÁBADO, and the host lockup now scales with the venue again (the 40px hold made arden fair read smaller than the line it introduces), so between the accent's 40px to the top plate and the foot resting on y850 there is no more room: the foot settles only as far as the 33 floor needs, a variant that still cannot hold it climbs its size ladder, and one that runs out of ladder is flagged in its caption.
The flipped CTA now sits in YouTube's Skip-ad corner — bottom-right — for the last 2.5s of the skippable 15. Before trafficking, the EN 15 must be checked in the YouTube ad preview on phone and on desktop so the chip clears the US foot by ≥ 22px; if it does not, the whole type group lifts 40px — never resize the CTA. The 6s bumper has no chip.
The hero fills 1280×1080 from a 720-wide source — a 1.78× upscale, the only element in the set above 1.5×. Worth judging on a big screen.
The note asked to centre the first graphic. The second was left as-is rather than assumed.